In this interview, New York-based independent designer and art director, Min Kim shares his design philosophy, inspirations, and the journey that led him to work with industry giants.
For Min Kim, it all started with car magazines. The New York-based graphic designer and art director’s love for his field was nurtured by a childhood hobby of reading and collecting magazines. While initially drawn to car design, he soon realised his true calling lay in the typography and layouts within those magazines, which led him to immerse himself in learning and experimenting with different styles and techniques.
To this day, Kim holds this curious approach to his work, allowing himself to explore different aesthetic sensibilities. “While it may seem like I have a specific style now, I don’t want to be limited to that. I’m eager to explore different kinds of visuals and styles to continue growing as a designer,” shares Kim, who has organically developed his style by collecting music album covers on his iPod, magazines, books, and posters. He also often draws inspiration from his collection of vintage Olympic posters and album covers and blends those timeless qualities with modern aesthetics and technology.
Kim also notes the importance of maintaining a flow of inspiration from everyday experiences: “Exploring different cultures and artistic expressions is essential for keeping my creativity flowing. I make it a habit to immerse myself in various art forms,” shares Kim. “Taking breaks and stepping away from work helps me gain fresh perspectives and reset my mind. Visiting museums, in particular, plays a significant role in broadening my perspective and deepening my understanding of art and design.”
Music also plays a significant role in Kim’s creative process. He has a “deep affinity for music-related projects” because of the visual and cultural richness they carry. “I end up having my client’s songs as my earworm for the next few weeks because of how much I play them on repeat during my designing process, and I love it! It’s also always a fulfilling experience to collaborate with clients who share the same passions,” shares Kim. While he carries this love for music-related projects, he also enjoys projects that challenge him to “explore new styles and concepts, such as branding, interactive design, and motion design” as these projects with their challenges and opportunities help him evolve as an art director.
Given his stream of inspiration, it is no surprise that Kim holds an impressive portfolio featuring sporty and sonically-led clients such as YouTube Music, Lil Nas X, Nike, and others. As a freelance art director at Google YouTube Music, he has been able to work on a diverse range of projects that include graphic and type design, interaction design, and animation. “My role allows me to contribute to various creative areas, from developing visual identities for campaigns to overall art direction and playlist artwork. It’s been a fantastic experience that has significantly contributed to my growth,” Kim shares.
When discussing his design process, Kim emphasises the importance of understanding the project’s audience. “Research and understanding the project’s context are fundamental principles I adhere to. Consistency in quality and clarity is also crucial,” he explains. Typography is a critical element of Kim’s work, with his choices varying significantly from project to project based on their context and specific needs. “If a typeface captures the essence of the project and enhances communication, it quickly becomes a favourite. Customising typefaces when necessary also allows me to ensure they align perfectly with the design goals.”
His philosophy in all of his work centres on balancing aesthetics with functionality to produce engaging work. “Unlike fine art, graphic design should communicate clearly and directly with the audience, making its message impactful,” states Kim.
For aspiring designers looking to break into prestigious companies like Google, Kim offers valuable advice on staying persistent and curious. “Follow your favourite designers and observe what makes their work special and unique. Building a strong portfolio that showcases your style and versatility is essential,” advises Kim. “Most importantly, embrace taking risks and learn from each experience. If I encounter failure, I see it as a chance to learn and improve.”
Looking ahead, Min is excited about exploring new typography and branding projects. “While my experience has been mostly with music-related projects, I’m eager to venture into new fields. Lately, I’ve been drawn to more experimental techniques, aiming to create work that differs from my typical commercial projects,” concludes Kim. “I’m excited to apply my design approach to different areas and collaborate on visually stunning and culturally impactful campaigns. My goal is to craft experiences that resonate deeply with audiences and push the boundaries of traditional design.”
Thank you, Min Kim, for sharing your journey and insights. Keep up with the latest of his work through his Instagram @meeen_k.
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